Use Of Conceptual Metaphors Research Articles

Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands, exploring how these linguistic devices influence consumer perception and brand appeal. By employing cognitive linguistic theories, this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns, revealing the underlying conceptual mappings that enhance brand messaging. The analysis underscores the importance of metaphorical language in simplifying complex ideas, evoking emotional responses, and establishing a connection between the product and the consumer’s everyday experiences. This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.

Hubungan Ranah Sumber dan Ranah Target dalam Ungkapan Metaforis Tentang Pendidian di Media Sosial X

This study aims to identify conceptual metaphors about education on the social media platform X, as well as the types of metaphors that emerge from observing the phenomenon of educational development in Indonesia, which prompts people to express their emotions on Twitter. Because the use of conceptual metaphors likely occurs unintentionally, resulting in diverse forms, this study seeks to explore the relationship between the source domain and the target domain in metaphorical expressions unintentionally produced by individuals about education. The data in this study is qualitative; data collection was done by documenting and observing data on the social media platform X, aided by note-taking techniques to record the data found, which was then analyzed using the conceptual metaphor theory of Kovecses (2006), which divides metaphors into three types: structural, orientational, and ontological. The study's results show the forms of conceptual metaphors found include education as a place, education as wealth, good as up, bad as down, and education as an entity.

CONCEPTUAL METAPHORS IN JUSTIN BIEBER'S SONG HOLY

The purpose of this study is to reveal the use of conceptual metaphors in Justin Bieber's songs in the lyrics of his songs by focusing on identifying the domain and target domain of the metaphors used to find out the hidden or implied meaning in the song. This research method uses a qualitative descriptive method to describe and analyze the data that has been obtained from each Bieber song studied. The results of this study show that the characteristics, types of metaphors, and love schemes compared to each other in one sentence can produce diverse interpretations. In this study, the lyrics of Bieber's song 'Holy' use a lot of abstract metaphor characteristics, the type of metaphor uses a lot of orientation, and imagines a lot of space (contact) and force. So that knowing the meaning to be conveyed and the hidden intentions of the song can be understood.

Translation Research on Conceptual Metaphor in the 2023 Chinese Government Work Report

In traditional rhetoric, metaphor is simply a rhetorical device used to make the mentioned things more understandable. It was not until 1980 that two cognitive linguists, George Lakoff and Mark Johnson (1980) argued in Metaphors We Live By that the essence of metaphor is the cognitive mechanism by which abstract things are explained through concrete things, shifting the study of metaphor from the linguistic level to the cognitive level. Later on, Lakoff (1996) analyzed political metaphor from a cognitive perspective for the first time in Moral Politics, which drives the upsurge of research on conceptual metaphor in political discourse. Political discourse usually uses metaphor to conceptualize the political ideas and issues it aims to disseminate, and the use of conceptual metaphor is closely related to national culture, so the translation of conceptual metaphor has become the key to the overseas publicity of political discourse. On March 5, 2023, Premier Li Keqiang delivered Chinese Government Work Report at the opening meeting of the first session of the 14th National People’s Congress. After reading the official translation on www.china.org.cn, the authors find that the Report contains a wealth of conceptual metaphors, and whether the translation of these metaphors is appropriate or not will affect the accuracy of people’s understanding of the Report. Based on Lakoff and Johnson’s (1980) conceptual metaphor theory and Group’s (2007) metaphor identification procedure, this paper takes the 2023 Chinese Government Work Report and its English translation version on www.china.org.cn as the research corpus. Through manual screening, classification and statistics of conceptual metaphors, this paper explores ten types of conceptual metaphor models, namely human metaphor, journey metaphor, war metaphor, cultural metaphor, architecture metaphor, water metaphor, animal and plant metaphor, machine metaphor, line metaphor as well as object metaphor. Based on Xiao’s (2005) cognitive strategy of metaphor translation, this paper also analyzes the translation of ten types of conceptual metaphors. This paper attempts to explore the following three research questions: (1) What are the types of metaphorical patterns in the Report? (2) How are the conceptual metaphors used in the Report and what cultural connotations and images are conveyed by them? (3) How to effectively translate conceptual metaphors in the Report to achieve a better understanding of the target audience? Microsoft Office (Word and Excel) is used as a statistical tool and a mapping tool to count specific conceptual metaphor categories and record typical metaphor keywords, and visualize the data of the proportion of various types. This paper tries to summarize and analyze the cultural connotations and images conveyed by the conceptual metaphors, so as to provide help for the English translation of Chinese political discourse and promote the international dissemination of Chinese political ideas. Through the analysis of conceptual metaphors, we can judge that although the political concepts in the Report is abstract, conceptual metaphors can express them more concretely and more easily understood by the audience through the mapping from the source domain to the target domain.

Conceptual Metaphors in Visual Language The Graphic Novel City of Glass

The paper explores the use and impact of conceptual metaphors in the graphic novel City of Glass published by Paul Auster as a free-standing story in 1985. Two years later Auster turned it into the first part of The New York Trilogy, which has since become one of the most iconic works of postmodern fiction. Artists Paul Karasik and David Mazzucchelli have adapted Auster’s novella into a graphic novel and their version figures on the list of the best comic books in the 20th century. The aim of this paper is to examine how the two artists’ use of conceptual metaphors has elicited the visual dimension of Auster’s novel, conveyed its philosophical ideas and enriched its emotional effect.

Language and Politics: Framing the Use of Conceptual Metaphors in Political Discourse

This article examines the intricate relationship between language and politics through the lens of conceptual metaphors utilized in contemporary political discourse. By analyzing the framing and use of conceptual metaphors in political communication, the study aims to elucidate how language shapes and influences political narratives and ideologies. In this study, a qualitative research approach was adopted, incorporating critical discourse analysis (CDA) to delve into the use of conceptual metaphors in the context of American political discourse, taking as a case study Barack Obama's 2009 Cairo speech and Donald Trump's 2017 Inaugural Address. Drawing upon insights from studies on cognitive linguistics, politics, and discourse analysis, the research investigates the ways in which political actors strategically employ metaphors to construct persuasive arguments, shape public opinion, and advance specific policy agendas. This research thus aims to contribute to a nuanced understanding of the relation existing between language and political persuasion.

Translating emotions

Abstract This paper is a corpus-based study of how translation affects the portrayal of emotion concepts. It aims to establish whether there are differences between translated texts and original texts in a given language as to how emotions are expressed and whether emotion conceptualization in the translated texts is closer to that of the source or the target language. To do so, the study focuses on one emotion in a specific language combination: the conceptual domain of anger in German and Spanish. In a first step, analysis of two large reference corpora provides a contrastive description of the concept anger as represented by prototypical emotion lexemes in both languages (Wut, Zorn and Ärger in German and ira, rabia, enojo in Spanish). Then, the parallel corpus COVALT is used to study three aspects of the expression of anger in Spanish translated texts: conceptual metaphor, physical effects and consequences of the emotion. Analysis of the use of conceptual metaphor shows that both source and target language preferences are present in the target texts. A more marked deviation from target language conventions can be observed in the translation of expressions referring to the physical effects or consequences of anger.

Analysis Metaphors Lyric Song In Petal For Armor By Hayley Williams

This thesis aims to analysis the use of conceptual metaphors in the songs on the album Petals for Armor by Hayley Williams by focusing on discussing the meaning that is in each song. This study uses a qualitative analysis process on the lyrics chosen based on the use and diversity of metaphors contained in the text of the song lyrics. The data were analysis using a descriptive-analytical approach, which involved identifying and classifying the conceptual metaphors that appear in the lyrics of the song. Based on the results of this thesis analysis, there are 21 conceptual metaphors found in the song lyrics in the Petals for Armor album. The results of the analysis show that the album Petals for Armor contains various types of conceptual metaphors that are used to describe and express the author's experience to be understood by listeners through writing metaphors in each of the song lyrics.

RIDING THE BULL AND THE BEAR: A METAPHOR ANALYSIS OF TESLA'S STOCK VOLATILITY IN BUSINESS MEDIA DISCOURSE

The main aim of the study is to explore the use of conceptual metaphors in the business media discourse surrounding the volatility of the Tesla stock. The theoretical framework of Lakoff and Johnson's conceptual metaphor theory serves as the foundation of the study, helping us to identify a variety of metaphorical constructs that journalists use to describe Tesla's stock movements. The analysis uncovers a diverse set of metaphorical narratives - “roller coaster,” “rocket,” “tidal wave,” “bubble,” “wild beast,” “mountain range,” “seesaw,” and others. These metaphors are grouped into different categories that contribute unique shades of meaning to the discourse on Tesla's stock volatility. The metaphors collectively paint a vivid picture of highrisk, high-reward investing that is intertwined with themes of excitement, unpredictability, and the need for strategic decision-making. The means of verbalization for various metaphors are also explored as they provide a rich linguistic inventory for each metaphorical construct. This metaphorical analysis reveals not only the diverse narrative strategies employed by the business media but also offers insights into how these metaphors shape public perception and investor sentiment towards Tesla's stock volatility. The implications of these findings extend beyond Tesla. The findings contribute to the general understanding of business media discourse and the influential role of metaphor in shaping the coverage of complex economic phenomena.

Use of Conceptual Metaphors in Imran Khan and Narendra Modi's Political Speeches: A Comparative Study

This research is based on a comparative study of metaphors in political discourse. For this purpose, Lakoff and Johnson’s (1980) Critical Metaphor Theory (CMT) as a qualitative methodological ground and the quantitative method has been applied manually to five selected speeches of Imran Khan and Narendra Modi on the Kashmir issue after the military siege from 2019 till now. This study aims to explore the conceptual metaphors in the political speeches of Pakistani Prime Minister Imran Khan and Indian Prime Minister Narendra Modi. The main purpose of the study is to explore different types of conceptual metaphors like structural, ontological, and orientational that are used by these politicians to provide their thoughts, ideologies, and emotions on the said issue. This study provides new knowledge and guidance to understand the different metaphorical domains or structures in political discourse for future scholars.

Spooky concepts and urban studies: Conceptual metaphor, narrative tension and explanatory power

From the metaphor-soaked concepts of Dracula urbanism, the Vampire index, Frankenstein urbanism and zombie neoliberalism to the idea of a vampire property-holding class, conceptual metaphors are a repeating theme in urban studies. Once you are alert to their presence, conceptual metaphors seem to be everywhere, operating as key literary devices, productive interpretive tactics and critical discursive manoeuvres in the field. And if it is true that metaphor is an important conceptual device in urban studies, then the field's use of conceptual metaphor deserves our critical attention. Taking Wilson and Wyly's Dracula urbanism as a prompt, this commentary offers some speculative reflections on conceptual metaphor in urban studies, before commenting on Dracula urbanism as a concept directly. The discussion is organised around the narrative tension, explanatory power and discursive playfulness that conceptual metaphor affords in urban studies. I argue the power of conceptual metaphor comes into play at the level of analytical acuity. A good conceptual metaphor has an explanatory power that moves our understanding of an urban process, issue, etc. forward. It opens new conceptual vistas, or it brings into focus new conceptual stakes, or it paths the way for new types of empirical investigation in the field. Put simply, a good conceptual metaphor allows for a good theoretical intervention. It has productive explanatory power; it takes urban scholars somewhere beyond their initial excitement about a fancy new name for a concept. A spooky conceptual metaphor must be analytically powerful, otherwise it's just Halloween; an empty signifier dressed up as Frankenstein for a night, trick or treating for citations and attention.

The translation of conceptual metaphor in political news

Metaphorical expressions (MEs) are abundant in political text and their translation ‎poses challenges particularly for retaining the implicit meaning. This research focuses on examining the use of conceptual metaphors (CMs) ‎in Indonesian ‎political news and their English translation. The objectives ‎ are to identify types and the source domain of CMs and to explain how the CMs are translated.‎ ‎Grounding on mixed-methods, the data were metaphorical expressions in ‎ the Indonesian and English versions of Tempo weekly magazines in April, May, and June in 2021. Metaphor Identification Procedure (MIP) was ‎applied to determine the metaphoricity of metaphors in the STs and Indonesian dictionary (KBBI) was also employed to avoid intuition ‎decision-making. ‎The results indicate that CMs are commonly used in ‎political news in order to popularize, concretize, and dramatize issues. Structural metaphors are found ‎as the most dominant type and twenty source domains are found ‎in the STs with war metaphor as the most significant domain. In terms of the translation, the study demonstrates that non ‎metaphorical translation is the most frequently used technique to render metaphors ‎into English TT. As a result, the translation reduces the ‎metaphoric function of the original expressions.Keywords: political news, conceptual metaphor, translation technique

A Cognitive Analysis of White Colour Metaphorization in Algerian Arabic

This study explores the use of white verbal colour metaphors in the Algerian context. It seeks to unravel how the use of conceptual metaphors symbolises white colour. Data informants were eight native speakers of the dialect under scrutiny, and the corpus of the study consisted of 14 verbal metaphors. The researcher adopted Lakoff and Johnsons’s Conceptual Metaphor Theory (1980) and Charteris Black’s Critical Metaphor Analysis (2004) to analyse data. The findings revealed that a very high proportion of the examples are mapped onto positive domains in the Algerian culture, such as spiritual purity. Negative connotations of white in Algeria included drugs, anger, and poison. Some findings of this study assimilated previously obtained conclusions in the field. The researchers linked this to shared factors such as culture, language, economy, and history. About differences, they emanate from the Algerian community's various cultural, historical, and social backgrounds, including the long colonial history of both France and Turkey in Algeria. However, the differences in conceptualising concepts in the east and west of Algeria can be traced back to the vast distance that separates the two (over 1.800 km).

Translation of Conceptual Metaphor in Chinese Diplomatic Discourse: Based on CRP Model

As a way of thinking and experiencing the world, conceptual metaphor plays a vital role in creating realities. The use of conceptual metaphor in diplomatic discourse is an indispensable discursive mode and strategy of publicizing diplomatic concepts and notions. With the aid of MIPVU, conceptual metaphors employed in Chinese diplomatic discourse are identified and classified minutely in this paper. Translation problems of the conceptual metaphors are figured out according to the model of comprehension and translation model constructed under the guidance of Cognitive Reference Point (CRP). Meanwhile, BNC and COCA are also utilized to judge whether the translation is appropriate or not. Finally, feasible translation strategies and methods in diplomatic discourse are put forward based on the CRP translation model, and illustrated with authentic examples.

AMERICAN DREAM METAPHORICAL EXPRESSIONS IN THE GREAT GATSBY

Happiness is the goal of the American dream; a means to reach happiness is wealth; in the following turn, wealth cannot be gained without optimism, opportunities, and hard work. Meanwhile, the massive use of conceptual metaphor raises the question of whether all of the domains, namely optimism, opportunities, hard work, wealth, and happiness were expressed in metaphor in the Great Gatsby whose theme is the American dream. The data collection technique was document analysis. The data were differentiated from the non-data, taxonomized, analyzed their components, and analyzed their dominance. The results show that all domains of the American dream are expressed in all types of metaphors. Structural and ontological metaphors have slight differences in terms of sum. The orientational metaphor, however, has an extreme gap compared to the first two metaphors.Key words: American dream, metaphor, conceptual, expression

Konzeptuelle Metaphern zu Corona und der COVID-19-Pandemie in Kinderbüchern für das Kindergarten- und Grundschulalter

Abstract This papers contributes to the growing body of literature on the use of conceptual metaphors to frame the COVID-19 pandemic and the corona. Whereas previous linguistic analyses have focused on the use of metaphors by politicians and in the media, this paper is concerned with German children’s books and the use of conceptual metaphors therein that involve the target domains coronavirus, virus transmission, and virus proliferation as well as counter measurements and reactions of the immune system. The analysis reveals that war-metaphors, which are salient in political and media discourse, are much less dominant in children’s books. The books systematically draw on source domains that are well entrenched in children’s everyday experience, such as police, quarrelling, partying, playing in the sandbox, jumping, surfing, and travelling. Furthermore, ontological metaphors and more specifically personifications are widespread, with the virus being construed as a curious adventurer without genuinely bad intentions, a villain or monster and even a savior. The paper is grounded in Cognitive Semantics and more specifically in Conceptual Metaphor Theory and provides multimodal analyses that pay attention to both verbally and visually expressed information and metaphorical mappings.

The connotations of conceptual metaphor in the field of nature in political speech

The conceptual metaphor theorized by G. Lakoff and M. Johnson focuses on the „concepts” of everyday life. The world around us, the beings and things in the universe, offer many possibilities for metaphorization. The proper use of conceptual metaphor in political discourse presupposes an organic interweaving of the speaker’s ingenuity and imagination. In this article we will analyze the metaphors from the field of Natural Source. We will comment on metaphors focused on some primordial elements of nature (water, fire), plant metaphors (botanical) and zoomorphic ones. After examining the metaphorical structures from the field of nature, I came to the conclusion that they are very productive and that they help to fulfill the main functions of the current political discourse: conciseness, expressiveness and persuasion.

A Study of the Relationship Between English Learners’ Metaphoric Competence and Writing Proficiency

As one of the four prominent language skills, writing plays an indispensable role in international communication. Meanwhile, writing, particularly writing in English as a Foreign Language (EFL) has been broadly recognized as the most difficult part in EFL learning. In recent years, cognitive linguistics has provided a new perspective towards writing, proposing that there’s a close connection between the use of metaphor and EFL writing proficiency. To explore the relationship between the two, this study focused on the use of conceptual metaphor in college students’ EFL writing. Sixty English majors were invited to write a composition based on the given topic, and then the relationship between metaphoric competence and writing proficiency was investigated. The results showed that: 1) The majority of students are not good at using metaphors correctly and their metaphoric competence is at a relatively low level. 2) Students’ writing proficiency and metaphoric competence are correlated positively. This study revealed that more attentions should be paid to enrich students’ metaphoric knowledge and cultivate their metaphoric competence so as to improve their writing proficiency.

Pull the weeds out or perish: Using pandemic metaphors to strengthen in-group solidarity in Turkish political discourse

ABSTRACT Political discourse relies heavily on specific discursive strategies to gain, exercise and sustain power. Among those are metaphors which have the power to persuade and the potential to carry certain ideological attachments with them. This study explores and discusses how political power holders in The Grand National Assembly of Turkey make use of conceptual metaphors while framing the COVID-19 outbreak. From 10 March to 10 June 2020, i.e. the time between the date of the first COVID-19 case in Turkey until the time when the government announced that the lockdown would start to ease, a total of 191 tweets were identified as metaphorically framing the pandemic. In accordance with Critical Metaphor Analysis and Discourse-Historical Approach, the results show that Turkish online political discourse uses COVID-19 metaphors in combination with specific argumentation schemes to foster self-presentationand promotes shared representations of Turkish national identity. The results also show that metaphorical framings of the pandemic in Turkish political discourse fit familiar experience patterns with roots in cultural and religious presuppositions. It is argued that the conceptual metaphors manifested in this crisis discourse act as significant tools to influence public opinion.

EFL Students’ Use of the Verb ‘See’: A Conceptual Metaphor Analysis

This study investigated Indonesian EFL university students’ use of conceptual metaphor with the English perception verb ‘see’. The idea of a conceptual metaphor refers to how people understand someone's idea represented by linguistics elements. The use of perception verbs in everyday life combined with other words that do not correlate with the five senses can inform readers of the state of language use in certain contexts. The methods employed in this research were descriptive and qualitative. The data were collected from the essays of Indonesian EFL university students (n = 27 students and 390 essays) and were processed and analyzed using AntFileConverter and AntConc concordance software. The researchers classified the perception verb ‘see’ based on its form, structure and meaning, and analyzed the conceptual metaphors. Five concepts of metaphors were found for the English perception verb ‘see’, including impression, fantasy, understanding, assumption, and prediction. 
 Keywords: conceptual metaphors, source domain, target domain, English perception verb, verb ‘see’